Consumer insight
- 1. Prepared by: Hien Nguyen for Young marketerS 8 CONSUMER. INSIGHT.
- 2. ‘Consumer insight’ ‘Brand positioning’ ‘Brand idea’ ‘Brand communication idea’ These aren’t new terms for you, especially if you’re working in the marketing and advertising industry. However, most of the time, these terms get mixed up in meaning and used interchangeably but wrongly. This deck is my attempt to go back to the most fundamental bricks that build up this industry, to truly understand its nature and their connection to each others. All for the sole purposes of ‘delivering exactly what clients want from us’ (therefore less round of revision).
- 3. 1. Brand positioning 2. Brand idea 3. Brand comms idea The flow goes like this… Some people say ‘consumer insight’ is the currency in the Planner world. So, if you want to ‘get rich’, maybe this is where you need to start digging. Understanding CONSUMER INSIGHT. - what is it? - why is it so important? 1 2 3 If you are one person when you’re with your friend and the other person when your parents are around, then ‘consumer insight’ can also be like that. ‘Consumer insight’ can be in different forms according to different contexts. And here are the contexts we will discuss within this deck. And finally, let’s see some of the consumer insights in real life with the final column- BRAND IN ACTION.
- 4. Consumer insight In a nutshell: … is the WHY behind the WHAT In more details: …is the little secrets hidden beneath the surface, that explain the underlying behaviors, motivations, pain points and emotions of your consumer. What is it?
- 5. Consumer insight Why is it so important? Winning insight Brand makes better decision about what, when, and how to sell a product/service Brand creates more effective & efficient strategies, campaigns Increase profitability
- 6. Consumer insight What are the forms of consumer insight in different contexts? First, let’s define the 3 contexts in parallel to each other.
- 7. Brand positioning Brand idea Brand communication idea The act of designing the company’s offering and image to occupy a distinctive place in the mind of the target market (Kotler, 1998). In other words, brand positioning describes how a brand is different from its competitors and where, or how it sits in customer’s mind- Kotler, 2003. What’s wrong with your world? What’s unique about you? It is the brand promise to consumers- to solve what’s wrong with the wold, with what the brand can offer to consumers- what’s unique about the brand. Advertising Social media content Slogan Retail space Pack design etc. In what world is the brand fighting in? What is the brand promise to consumers? How do you communicate your purpose to the world? It’s the brand idea translated into appealing consumer language. Brand comms idea act as a guidance for all brand’s activities, where everything sits together in perfect harmony so that consumers response in the way we want them to. Real Beauty To unleash women’ potential for beauty DOVE example: Look out (to the world) Look in (to the brand) The gentle and nourishing soap bar for women who believe in natural beauty. Consumer role in crafting brand fundamentals …
- 8. Brand positioning Brand idea Brand communication idea What’s wrong with your world? What’s special about you? Advertising Social media content Slogan Retail space Pack design etc. In what world is the brand fighting in? How do you solve what’s wrong in your world, given the strength you have? How do you communicate your purpose to the world? Consumer insight Consumer insight Consumer insight The Why Behind the What: an everyday behaviour or routine of a group of consumer. Crafting consumer insight during this stage should be down to earth, aiming at affecting their behaviour right away. The context in the insight should also be rooted to their everyday life. The Why Behind the What: a strong consumer desire. Consumer insight at this stage is more about finding consumer strong desire to pursue new way of living, thinking, doing, given the support from brand’s offer. The Why Behind the What: a universal/cultural / societal behaviour of a group of consumer. Crafting consumer insight at this stage requires marketers to disrupt the current pattern of the whole category in (1) defining consumer’s problem or (2) finding fresh perspective to solve their problem with brand’s products. At this stage of brand building, the insight could be used to change a whole belief system. DOVE example: Current pattern: Perfect & flawless beauty is the standard Disruptor: Natural Beauty is modern standard DOVE example: Strong desire to find the potential in your own beauty. DOVE example: Women are being too hard on themselves, seeing themselves through negative lens.
- 9. Brand in action Local Vietnamese brands in action
- 10. Brand positioning Brand idea Brand communication idea STING VIETNAM Refreshing boost, bring enjoyment to everyday experiences. Insight: 23 years old male want to cram his life with experiences because it defines his personality- making him more interesting, more social, more vibrant. Bật năng lượng sống bứt phá Life switched on Insight: 23 years old male feel the pressure to make life happen for himself and experience all life has to offer beyond work and school. Insight: 23 years old male feel the need to turn everyday into an adventure, but they always the adventure is taking more out of them than fulfilling them.
- 11. Brand positioning Brand idea Brand communication idea The brand of experience Insight: Young people, after they hit the milestone of 18, feel the need to go explore the world, to step out of their comfort zone. They have the strong desire to live their life to the fullest. Go for experience/ Di De Trai Nghiem Fulfilling experience Insight: Young people think experience is the currency of youth because they willl grow up as they go on the journey of experience. Insight: Going away from home for new experience is when you actually looking back inside and explore yourself.
- 12. Brand positioning Brand idea Brand communication idea Flying up /Nhe nhu bay Insight: When your body feel light, you feel like you could walk on air. Uong cho ngay them nhe /For a lighter day Insight: People think unhealthy food are full of fat, but they are not willing to give up unhealthy food because they are delicious. Insight: Eating unhealthy food makes your body and your mind much heavier. TEA PLUS Minimise body to absorb fat, for a lighter you
- 13. End of document. Thank you.